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In A Marketing First, Chanel Uses Brad Pitt for No. 5

For a 90-something-year-old brand, Chanel No. 5 has always been something of a fierce feminist, relying on such celebrities as Ali MacGraw, Catherine Deneuve, Candice Bergen and Nicole Kidman. But Women’s Wear Daily reports that Brad Pitt is changing all that, set to appear in TV and print advertising for the legendary fragrance.

WWD says the actor, signed on back in May, will appear only in support of No. 5. The trade paper reports the spot is scheduled to break Oct. 15, with print appearing in November fashion titles, as well as using “an extensive social media outreach.” It reports that brand spending is in the $10 million range, plus Pitt’s $7 million fee.

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